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Automakers expand subscription-based self-driving features

Automakers are rapidly expanding monthly subscription sales of driver-assistance features to generate recurring software revenue after vehicle delivery. Tesla offers an FSD subscription for $99 a month, while Rivian, GM, Ford and others are introducing similar pricing tiers. Consumer pushback is rising as buyers face additional fees after paying for vehicles, and many services remain Level 2 assistance. GM reported $235 million in 2025 Super Cruise subscription revenue and expects growth.